Forrester Research: Forrester Retail Insights Devices, Media, & Marketing First Look: Research & Event Highlights From Forrester

 05 Aug. 2003
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Ganging Up On The Cable Guy
Telcos and satellite companies have a common enemy: cable. So it's no surprise that SBC and EchoStar announced a cobranded satellite video service this week. It's a smart move -- giving SBC product differentiation at low cost.


Hot Off The Presses
Yahoo! Buys Overture; All Eyes On Google, by Charlene Li.
Marketers: Learn Design Basics From Media Sites, by Harley Manning
Can Young File Sharers Be Stopped? Yes!, by Josh Bernoff.
The Increasing Significance of Price Over Brand, by Christopher M. Kelley.


Fascinating Factoids
$24 billion: US eCommerce sales in the second quarter of 2003.
33,000: Number of independent cable operators in India. And you thought measuring TV viewership in the US was tough.
1: Percent of online users who visit blogging sites once a week.


The Digital Divide Is Still Here
While Internet adoption has narrowed the digital divide, a large class of consumers are still left out of technology. It shows no sign of getting better, as a stalled economy causes middle-class households to adopt new technologies at a rate slower than their wealthier counterparts.


Improve Your Email Results
Want to benchmark your click-through and open rates, study best practices in email design, or learn ways to deal with spam filters? Come to our August 12 "Email Marketing Workshop," which provides case studies, practical tools, and industry benchmarks that will help you get the most from your email efforts. To register for our next Cambridge workshop, contact Kim Toedtman at kchaskey@forrester.com.


Online Consumers, Then And Now
Online Consumers, Then And Now

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The top 10 trends in consumer devices

Our recently completed Consumer Technographics® North American Benchmark 2003 Study is the largest of its kind -- a survey of 61,000 U.S and Canadian households about their technology ownership, attitudes, and behaviors. Here are some highlights from this year's study.

1. DVD players and digital cameras leapt in 2002. And more consumers plan to buy these devices -- as well as PCs and mobile phones -- in the next year. DVD players and digital cameras will double their penetration in the next four years.

2. Broadband speeds ahead. Broadband reached 16 million households in 2002, and three out of four online households say they are interested in signing up.

3. Email is still the most popular online activity. Ho hum. But I bet you can't guess No. 2 and No. 3: Sending or receiving photos via email is second, followed by playing games alone. Yup, about 60% of online users say they do these activities.

DVD Players Take Over, And Digital Cameras Get The Picture 4. One-third of all households have digital cable or satellite. In market share, the two offerings are neck and neck at 17% penetration. But digital cable households are more likely to be online, wealthy, and to have broadband.

5. Consumers' personal time online is decreasing. The average Internet user now spends 8.4 hours online per week versus 9.5 hours per week two years ago.

6. Cell phones are displacing landlines for long-distance calls made from home. One-third of those younger than 30 make at least half of their long-distance calls from their mobile phones.

7. Mobile data services still reach next-to nobody. They reach about 2% of mobile phone owners. Among the select few, email, weather, and messaging are the most popular apps.

8. Google is eating away at the portals. In the past year, the percentage of online users who use Google increased, while the number of users declined for MSN, AOL, and Yahoo!.

9. The typical online shopper spent $309 on the Web in the past three months. Most likely, they bought books, general apparel, and airline tickets -- the top three shopping categories.

10. GPS devices, in-car video entertainment, and satellite radio still reach less than 5% of car owners. Jeep, Honda, Nissan, and Toyota buyers are most likely to have the devices.

We have a lot more data coming. In the next quarter, we will publish research about blogging, sports, mobile phone features, paying for content, cable versus satellite, and digital rights. If there is a topic you'd like us to ask about in an upcoming survey and write about, let us know.

Have a great August!


Chris Charron
Devices, Media & Marketing Group Director

P.S. I'd love to hear from you -- about our research, challenges you face, research you'd like us to write, or data points you are looking for. Drop me a line anytime at chrischarron@forrester.com.


Research Referenced In This Issue
If you printed this email, get links to the research featured in this week's issue by going to www.forrester.com/go and entering the five-digit number of the report you'd like to read.

AOL And Yahoo! Users Get Spammed (16736)
Benchmark June 2003 Data Overview: Covers Forecasts, Devices, Broadband, Online Activities, Telecom, Finance, And Retail (16730)
Broadband Must-Dos For Consumer Companies (16083)
Connectivity Splits The Gaming Industry (16071)   
Digital Rights Management (16732)
Getting The Most Out Of Search Marketing (16726)
Highlight: US eCommerce Hits $230 Billion In 2008 (17217)
Marketers: Learn Design Basics From Media Sites (17191)
Microsoft-AOL Pact Won't "Accelerate" Digital Media (16888)
Mobile Applications That Drive Revenue (15068)
Satellite Radio: A Mystery To Consumers (15985)
SBC Makes A Smart Choice With EchoStar (17216)
Sizing US Consumer Telecom (12812)   
Smart Displays: The Next PC Revolution Is In View (15910)
Ten Email Best Practices To Live By (16436)
The Devices Consumers Buy In A Recession (15862)
The Digital Divide Still Haunts The US (17219)
Three Tiers For Broadband (13413)   
Unlocking Profits From Digital Television (15550)
Yahoo! Buys Overture; All Eyes On Google (17164)

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